Folli Follie

Product Design  ·  E-commerce  ·  2025
Design of the e-commerce platform to optimize the online shopping experience, improving navigation, usability, and conversion rates.
introduction
Starting point
The goal of the project was to enhance Folli Follie's e-commerce platform to increase conversion and strengthen its international presence, facilitating its growth in Europe.
Analysis of the current website
After analyzing the existing platform, several areas for improvement were identified:

Checkout process: Too long and lacks quick payment options, leading to cart abandonment.

Visual Identity: Does not reflect the luxury of the brand and may appear budget-friendly.

Trust and Security: Lack of detailed information and technical issues.

Mobile Usability: Poorly optimized design, large banners, and confusing horizontal scrolling.

Benchmark
Brands such as Tous, Pandora, Swarovski, Thomas Sabo, and Michael Kors were analyzed to identify best practices in user experience.

Strengths: Clear navigation, high-quality images, detailed descriptions, fast checkout, and customer service chatbots.

Areas for Improvement: Some brands lack dynamic homepages and have non-intuitive checkout processes.

DISCOVERY
Users
Two proto-personas were defined based on competitive analysis and assumptions about the target audience:

Returning customer: Seeks a premium experience, fast checkout, and loyalty options.

Occasional buyer: Prioritizes clear navigation, needs detailed descriptions, and a simple checkout.

MVP
Key features were selected based on their impact on conversion:

Enhanced navigation: Well-structured categories, efficient filters, and a streamlined checkout with quick payment options.

Product detail page optimization: High-quality images, detailed descriptions, and related product recommendations to encourage additional purchases.

Internationalization: Support for multiple languages and currencies.

Consistent visual design: Identity aligned with brand values.

INTERPRETATION
Returning Customer

"I prefer a fast experience and personalized recommendations."

Occasional Buyer

"I look for clear information and a quick purchase process, without too many options or distractions."

DEVELOPMENT
Low-fidelity prototype
An intuitive navigation structure was prioritized, with clear organization and quick access to key information.

On the homepage, a balance was sought between variety of content and a clean structure, guiding the user without overloading the experience.

For the product detail page, the goal was to simplify the purchasing decision by clearly displaying essential information.

High-fidelity prototype
The visual and interactive aspects have been defined in alignment with the brand identity. Colors such as olive green and terracotta tones reinforce its connection with Greece and craftsmanship, while the art direction aims to create an emotional connection with the user. The smooth navigation and refined aesthetics establish an experience that supports expansion in the European market.
Results and Learnings
Conclusions
The proposed improvements optimize the shopping experience, reinforce the visual identity, and increase user trust. Expected outcomes include:

A simplified checkout reducing the cart abandonment rate.

A new visual identity reinforcing the luxury perception.

Improved product descriptions and chatbots increasing purchase confidence.

Next steps
It will be crucial to conduct user testing and analyze metrics to evaluate the impact of changes on conversion rates. Continuing research through interviews and surveys will allow for continuous iteration and platform improvements.
Other projects
Harmony

Customized films, unique connections

igualada clinic

Simplifying the connection between patients and healthcare professionals

nestcare

Connects parents with every moment of their child

Contact me on Linkedin
natura.ferrer@gmail.com